Myla
How do you reposition a luxury lingerie brand to better connect with customers?
By setting the precedent and being a brand for the women who wear it first, and not for the partner who doesn’t:
Myla
Campaign / Photoshoot / Illustration / Film
The Brief
Myla make the highest quality lingerie and after a round of investment, needed to build brand awareness and drive sales to support their growth strategy.
The category is dominated by seductive images aimed largely at seducing a partner to buy lingerie for another. Myla’s products had femininity at their core and playing this game caused a disconnect between product and customer.
The Solution
Our brand idea put the Myla Women at the centre. Products designed and developed for her, to be bought by her.
The campaign hook was around ‘The Myla Women’; showing strength, femininity and creativity through the floral inspiration behind the collection. To establish clear cut-through from competitors, reposition the brand and build the customer base.
- Creative Director: Tom Hardy
- Strategic Partners: People-Made
- Art Director: Ale De Carvalho
- Photographer: Emma Tempest
- Producer: Carolina Takagi
- Stylist: Camilla Pole
- Illustrator: Ernesto Artillo
- Film: Mary Rozzi